Live from the Omniture Summit: The New Principles of A Successful CMO

Shar VanBoskirk

Coming to you live this morning from the kick off keynote of the Adobe (nee Omniture) Summit in Salt Lake City.  And I'm pleased to report that so far the event is as thumping and hued in neon green as in years past. 

A nice change from past summits: Instead of discussing developments to Omniture's online marketig technology, today's Omniture keynote by Josh James is themed around "The New Principles Of A Successful CMO."  These are Josh's principles for how marketing execs can succeed.

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Prospects for 2D, QR and Other Proprietary Codes?

Julie Ask

Marketers - pay attention. This is an example that seems great in theory, but the "devil is in the details" of the implementation so to speak. This is among the top inquiries I hear from clients, "what do you think about 2D barcodes or QR codes as a means of connecting with customers?" I took this inquiry from a CPG client just a couple of weeks ago. I laid out the challenges. Their response was, "well, we're doing it anyway." Piloting is good - just go into it with your eyes wide open.

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Why did Apple buy Quattro Wireless?

Julie Ask

Apple isn't saying. Quattro posted a blog that told their current customers not to worry - normal business operations would continue. So, I am speculating a bit.

The first questions I've fielded are, "Does Apple want to go head to head with Google?" or "Does Apple want to sell advertising?" At a high level, I believe businesses stick close to their core competencies. Apple sells hardware, software and some content. Google sells advertising. Well, mostly. There are about 4 billion cell phones worldwide and about 1 billion PC's. New Internet connects (and page views and advertising growth) will come from mobile. Mobile is high growth. PC's are a bit commoditized. My cell phone costs more than my last netbook or notebook purchase. Go figure.

Our mobile marketing foreast for the US shows revenue growing from $391M in 2009 to $1.3B in 2014 provided there aren't any game changers. Game changers? Anything that would dramatically impact the amount of inventory or the value of it. The Apple iPhone, for example, dramatically altered the number of page views or inventory in mobile. The Android phones are helping as well and gaining momentum. These numbers are US-only - growth in mobile globally has been dramatic as well and will continue to be. In the US alone (see my colleague Charlie Golvin's blog) smartphone adoption grew from 11% at the end of 2008 to 17% at the end of 2009. This is significant because a lot more browsing and application downloads happen on these phones than more basic ones. A cut of this revenue would add some to Apple's bottom line, but very small at least in the next few years.

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New magazine joint venture faces tough uphill climb

James McQuivey

Today the long-anticipated joint venture between Conde Nast, Hearst, News Corp, Time Inc and Meredith Publishing became official. These firms -- all of them up against the ropes in an effort to deal with declining magazine ad revenue and the lackluster performance of online ad models -- have decided that to face the digital future, they'd rather do it hand-in-hand. 

 

The motivation for the union is simple: eReaders are taking over the book publishing world, meanwhile magazines are left in the dust, with no devices they can call their own.

 

I mean, really, have you tried to read Business Week on your eReader? It ain't pretty. And on the Kindle, most magazine publishers want to charge you for the painfully slow page turning experience of the device all in exchange for the convenience of automatic delivery to your portable device. So the industry -- seeing a world that is evolving without their interests in mind -- is joining hands to solve two problems:

 

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Bing/News Corp: Not a Game Changer

How Industries Spend On Interactive Marketing

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I dedicate this blog post to anyone who has read Forrester's interactive marketing forecast and thought, "well that's great, but how are interactive marketers in *my* industry spending on interactive tools." I've just published the US Interactive Marketing Forecast By Industry, 2009 to 2014 which splices our interactive marketing forecast by 12 different industries including:

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Less Is More For MSN.com

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Last night Microsoft launched a new look and feel for msn.com to a limited number of consumers.  The new design will roll out to the mainstream in January.

Forrester got a sneak peak of the new-and-improved interface in October.

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Using Social Media To Create And Amplify Offline Influence

Yahoo! Has The Right Mobile Priorities

Online Video Contests Can Help Marketers Listen To And Energize Their Customers

Nate Elliott

Nate Elliott[Posted by Nate Elliott]

Chances are you've seen an online video contest lately. In fact,
you've probably seen a lot of them: more than 20% of interactive
marketers -- including category leaders like P&G, Nike, Coca-Cola
and Sony -- tell Forrester they've run campaigns asking users to submit
online content in the past year. I've been collecting a list of dozens
of great video contests, and one contest clearinghouse site says there are 115 user-generated video contests accepting submissions right now, across a huge range of categories.

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